We all know the situation that followed Brexit. It made logistics for UK e-commerce more expensive and less predictable, especially for deliveries to EU customers. According to the UK Trade Policy Observatory, the average delivery time from the UK to EU countries has increased by 2–4 days due to customs procedures and administrative barriers.
At the same time, the Netherlands, previously considered the “safe” hub for UK companies, is facing rising warehouse and labor costs, while the Dutch government is gradually reducing key tax incentives, including the 30% ruling for expats.
These changes are pushing more UK brands to revisit their fulfillment strategies and look for more efficient locations within the EU. For many British businesses, Poland is becoming an attractive alternative. With a fast-growing logistics infrastructure and operational costs that are 20 – 40% lower than in the Netherlands, Poland offers a practical way to regain control over delivery times, margins, and customer experience.
At Fulfilio, we see this shift every day while working with brands from Europe and Asia. We understand how important seamless, duty-free distribution within the EU is, as well as stable operating costs and the ability to scale without unnecessary barriers. That’s why we’re sharing this analysis to help UK companies understand why Poland is increasingly becoming the new fulfillment hub for serving the European market.
Brexit Changed the Rules of Fulfillment for UK E-commerce
Brexit reshaped the entire logic of cross-border sales between the United Kingdom and EU countries. What had worked smoothly for years, shipping from a UK warehouse to customers in Germany, France, or Spain, became, after 2021, a process burdened with extra costs, delays, and additional administrative steps. In practice, UK companies lost the benefits of the EU single market and customs union, and serving EU buyers began to resemble exporting outside Europe.
The result was a clear drop in delivery reliability, more administrative friction, and the need to rebuild the entire fulfillment model – shifting from a local setup (UK → EU customers) to a European setup (EU warehouse → EU customers).
Customs, Formalities, and Additional Delays
Every shipment from the UK to the EU is now treated as a full import. This requires:
- customs clearance,
- proof of origin (rules of origin),
- document checks,
- and, in many cases, extra handling fees or surcharges.
This increases operational costs and directly affects the customer experience. EU buyers often abandon purchases when delivery times are uncertain or when there is a risk of unexpected charges upon delivery.
The Need to Operate an EU-based Warehouse
Because of Brexit, many companies had to redesign their logistics processes from scratch. For DDP sales — where the seller covers duties and taxes — it became essential to:
- hold a VAT registration within the EU,
- ship orders from a warehouse located inside the European Union,
- avoid customs delays by keeping inventory “on the EU side of the border.”
In practice, UK businesses had to move from the model “UK warehouse → EU customers” to “EU warehouse → EU customers.”
This shift triggered a large relocation of UK brands to the Netherlands, Belgium, and Germany – countries offering fast border procedures and mature logistics infrastructure.
The Growing Importance of Local Delivery Standards in the EU
EU consumers today expect fast delivery. A D+1 or D+2 standard is common in major markets such as Germany, France, the Netherlands, and Italy, and local carriers continue to raise expectations. When a parcel from the UK arrives only after several days, and with the risk of extra charges or customs delays, customers often choose a local seller instead.
Data from E-Commerce Europe shows that delivery time is the second most important factor influencing conversion, right after price. For UK e-commerce companies, the conclusion is clear: to remain competitive in the EU, they need fast, predictable, EU-based logistics, ideally through a warehouse located inside the Union.
Why UK Companies Chose the Netherlands as Their First Destination
Why UK Companies Chose the Netherlands as Their First Destination
After Brexit, thousands of UK businesses were suddenly forced to build new logistics infrastructure within the EU. In this period of uncertainty, the Netherlands became the natural choice—not because it was the cheapest option, but because it offered a ready, stable, and highly developed logistics ecosystem that allowed companies to maintain continuity of sales with minimal operational risk. For many businesses it was a quick, pragmatic decision driven by strong arguments: world-class ports, clear tax rules, and a large, mature fulfillment services market.
Below are three key reasons why the Netherlands became the “emergency plan” for UK online retailers.
World-Class Logistics Infrastructure: Rotterdam and Schiphol
The Netherlands has long served as the logistics “gateway to Europe.”
It is home to:
• Port of Rotterdam – the largest port in Europe
- handles more than 14 million TEU annually,
- acts as a major hub for imports from Asia, the U.S., and Africa,
- offers very fast handling and customs processing.
• Schiphol Airport – one of the biggest air cargo hubs in the EU
- ranked among the top 4 in Europe for cargo volume,
- ideal for high-value sectors such as electronics, beauty, and supplements.
This infrastructure enabled UK companies to:
- import goods from Asia without reorganizing their entire supply chain,
- combine sea, air, and road transport in one location,
- benefit from rapid distribution to Germany, Benelux, and France.
A Mature 3PL Market and European Distribution Centers
The Netherlands has long hosted European distribution centers (EDCs) for global brands.
Logistics reports (including Savills and JLL) indicate that one in three EDCs in the EU is located there.
For UK e-commerce businesses, this translated into:
- access to hundreds of specialized fulfillment providers,
- very fast onboarding with ready-made integrations and proven processes,
- high SLA standards and strong warehouse automation,
- D+1 delivery capability to Benelux and much of Germany.
As a result, the Netherlands offered the lowest-risk and fastest route to restoring EU sales after 2021.
Tax Attractiveness and a Pro-Business Environment
For decades, the Netherlands has been known as a tax-friendly location for international companies.
For UK e-commerce brands, several factors were especially important:
• The 30% ruling for management staff
This allowed expats to receive 30% of their salary tax-free, significantly reducing the cost of maintaining key personnel in the country.
• Straightforward regulations for foreign companies
- clear VAT and corporate tax rules,
- fast company registration,
- predictable tax interpretations,
- easy access to importer status.
• Stable, predictable business law
For UK companies that didn’t want to learn EU regulatory specifics from scratch, the Netherlands was perceived as a low-risk environment.
In short, it was the ideal “starting point” for UK firms that needed to act quickly and safely.
Proximity to the UK and Fast Transport Connections
Geography also worked in the Netherlands’ favor:
- it is the closest major logistics hub to the UK,
- road transport via the Channel + NL provides some of the fastest transit times in Western Europe,
- shipments to Germany, Belgium, and France can be delivered in D+1 / D+2.
This allowed UK brands to:
- relocate inventory to the EU with minimal disruption,
- maintain short lead times,
- minimize the visible impact of Brexit for EU customers.
In summary, the Netherlands became the closest, simplest, and most experienced cross-border gateway to the EU.
Speed of Deployment: the Netherlands Was a Ready “Plug-and-Play” Solution
When UK companies needed solutions “yesterday,” the Netherlands provided:
- immediately available warehouse space,
- operators experienced in marketplace fulfillment,
- a rich ecosystem of ready integrations,
- flexible contracts and fast stock relocation.
In 2021, the most critical factor for UK e-commerce was time, and the Netherlands offered it in abundance.
Current Challenges for UK E-commerce Selling to the EU
Although more than three years have passed since Brexit, many UK brands still haven’t returned to their pre-2021 levels of EU sales. Issues that are practically invisible for EU-based sellers have become strategic barriers for UK businesses. The biggest challenge is no longer regulation itself, but operational unpredictability. Deliveries take longer, costs are difficult to forecast, and customer satisfaction often depends on factors that UK companies simply cannot control.
Let’s take a closer look at the typical challenges faced by a large portion of UK e-commerce.
Longer Delivery Times and Border Uncertainty
After Brexit, every parcel shipped from the UK to the EU is treated as an import. This involves:
- customs clearance,
- document checks,
- proof of origin (rules of origin),
- and possible inspections.
According to UKTPO and the Freight Transport Association, standard delays at the border average 2–4 days, and can be longer when documentation is incomplete.
For e-commerce, this means:
- no guaranteed lead times,
- fluctuations in carrier availability,
- more failed or delayed deliveries,
- potential damage to brand reputation — even when the seller is not at fault.
Higher Delivery Costs and Additional Logistics Fees
Brexit introduced a series of costs that significantly increased the cost-to-serve EU customers:
- customs brokerage fees,
- document handling charges,
- international shipping surcharges,
- additional fees for customs release.
As a result, shipping from the UK to the EU is now 30–50% more expensive than shipping from a warehouse located within the EU.
This directly affects margins, especially in low- and mid-margin categories.
VAT Complexity: OSS, IOSS, Local Registrations, and the Risk of Errors
Since 2021, UK companies have had to navigate a completely new tax environment. Many transactions now require VAT registration in individual EU countries. DDP shipments place responsibility for VAT on the seller, making OSS/IOSS implementation essential. Mistakes in invoicing or declarations can lead to penalties or delays.
In practice, UK businesses often end up overpaying for tax advisory services, maintaining additional accounting teams, facing a higher risk of administrative errors, and dealing with difficulties in forecasting and reporting VAT on a monthly basis.
The lack of an EU-based warehouse only complicates matters further, because every parcel becomes an import event.
Costly and Slow Returns from the EU to the UK
Returns have become one of the most challenging parts of the entire process. Any parcel sent back to the UK must go through customs again. Lead times often increase to 10–14 days, and costs can rise two- to threefold. Unfortunately, returned parcels also arrive dirty or damaged more frequently, which reduces the number of items that can go back into full-price inventory.
For businesses in subscription models, fashion, or electronics, this is often a critical issue.
Duplicated Inventory and Reduced Operational Agility
Many brands are forced to maintain:
- inventory in the UK (for the domestic market), and
- inventory in the EU (for EU customers).
This leads to:
- higher levels of tied-up capital,
- more difficult forecasting and slower stock rotation,
- increased risk of overstock or stockouts,
- higher storage costs — often on both sides of the border.
For companies scaling their EU sales, this is an inefficient setup, because each additional warehouse can raise costs by 20–30%.
Lower Conversion Rates and Cart Abandonment
EU customers often avoid cross-border purchases when:
- delivery takes longer than three days,
- additional customs fees may appear at delivery,
- returns are uncertain, slow, or expensive.
According to E-Commerce Europe, the UK is now among the markets with the largest decline in logistical trust among EU buyers, driven mainly by the risk of extra charges and delays.
All these issues lead to one conclusion:
Selling to EU customers from a UK-based warehouse is now costly, difficult, and increasingly unpredictable.
This is why many UK companies are searching for a new, stable European fulfillment hub, and increasingly see Poland as a more affordable, faster, and more reliable alternative to the Netherlands.
Poland Is Emerging as a New Logistics Hub for the EU — Here’s Why
In recent years, Poland has become one of the fastest-growing logistics markets in the world. Global companies, from manufacturers to e-commerce brands, are moving their warehouses and distribution centers here. This is not accidental: the combination of a central European location, lower operating costs, and modern infrastructure makes Poland a strong “operational engine” for serving EU markets.
For UK brands looking for an alternative to the Netherlands or Germany, Poland is becoming one of the most attractive and logical choices – both in terms of cost and logistics efficiency.
Below are the key factors that make Poland an emerging fulfillment hub for the EU
Central Location Enabling Fast Delivery Across the EU
Poland is one of the best-positioned countries for handling pan-European distribution. Thanks to its dense highway network, modern logistics centers, and strong connections with Germany and the Czech Republic, shipping from Poland enables:
- D+1 – Germany, Czech Republic, Slovakia
- D+1/D+2 – Austria, the Netherlands, Belgium
- D+2/D+3 – France, Italy, Scandinavia
- D+3 – Spain, Portugal, the Balkans
Importantly, delivery times from Poland to Germany or the Netherlands are realistically comparable to those from warehouses located in the Netherlands itself.
This means that UK companies lose nothing on speed, while gaining significantly on cost and operational flexibility.
20–40% Lower Operating Costs Compared to the Netherlands
This is one of the strongest arguments for UK CFOs and COOs.
The Polish market offers:
- lower pick & pack rates,
- lower warehouse labor costs,
- lower warehouse rental costs,
- better cost-to-performance ratios,
- more flexible volume models from 3PL providers.
Reports from Prologis and Cushman & Wakefield indicate that Poland is one of the most cost-effective warehouse markets in the EU, while the Netherlands is among the most expensive.
The difference in rental and labor costs can reach up to 40%.
For high-volume e-commerce, this can be the factor that determines whether EU expansion is profitable.
The Fastest-Growing Warehouse Market in Europe
Poland now offers more than 35 million m² of modern warehouse space, making it the second-largest logistics market in the EU, right after Germany.
Key advantages include:
- modern fulfillment centers,
- easy access to BTS/BTO facilities,
- a high level of automation,
- rapid development and expansion.
In practice, this translates into:
- shorter project launch times,
- easier volume scaling,
- flexibility during peak seasons (Black Friday, Q4).
A Strong E-commerce Ecosystem: Couriers, Parcel Lockers, and Marketplaces
Poland is one of the most developed e-commerce markets in Europe.
This provides a strong operational advantage:
- the largest parcel locker network in Europe (InPost, Allegro One Box),
- strong courier coverage: DPD, DHL, GLS, UPS,
- integrations with major marketplaces: Amazon, Allegro, Zalando, Kaufland Global Marketplace, eMAG, OTTO.
This allows UK brands to offer EU customers:
- D+1 delivery options,
- parcel locker pickup,
- competitive delivery prices,
- full tracking transparency.
This is a real competitive advantage – one that many Western European fulfillment locations cannot match.
Operational Stability and Predictable Costs
Poland offers UK companies something that is increasingly difficult to find in the Netherlands: stable, predictable business conditions and lower cost pressure. This is the result of lower logistics inflation, smaller increases in temporary labor rates, more stable warehouse rental prices, and a growing number of competing 3PL providers.
In practice, once a UK e-commerce business enters a Polish hub, it gains better control over fulfillment costs, more predictable volumes and SLAs, and the ability to plan long term without sudden pricing fluctuations.
Poland as a Strategic Hub for Non-EU Companies – Experience That Benefits UK Sellers
Polish fulfillment providers have been serving companies from all over the world for years – including those from the U.S., Asia, the Middle East, and global marketplace sellers.
This creates a key advantage over the Netherlands:
Polish operators are used to managing complete cross-border processes and onboarding brands from outside the EU.
And UK companies after Brexit are treated in the EU system exactly the same way – as non-EU entities.
This means Polish fulfillment providers can run the entire end-to-end process faster and more efficiently than many Western European operators.
Poland does not compete with the Netherlands on ports or historical position.
It competes on cost, speed, flexibility, and operational efficiency – exactly the factors that matter most today for UK brands trying to rebuild their EU sales performance.
What Benefits Do UK E-commerce Companies Gain by Moving Fulfillment to Poland?
Moving fulfillment from the UK or the Netherlands to Poland is not just a change of warehouse location. It is a strategic decision that directly impacts delivery speed, operational costs, customer experience, and scalability across European markets.
In our conversations with UK companies, Poland is increasingly the place where operational predictability, cost stability, and real competitiveness return.
Below are the key benefits UK brands gain by shifting their fulfillment to a Polish hub.
Lower Cost-per-Order — Tangibly Lower Operating Costs
The difference between NL and PL can be seen in every cost category:
- lower pick & pack costs,
- cheaper storage,
- lower hourly labor rates,
- more competitive 3PL pricing.
In many cases, total cost-per-order drops by 20–40%, directly improving margins — especially in high-volume or low-margin sectors.
No Customs Delays — EU Deliveries Arrive Like Domestic Shipments
Shipping from Poland allows UK companies to avoid all post-Brexit barriers:
- shorter delivery times,
- no customs clearance,
- no unexpected charges at delivery,
- no unpredictable border delays.
As a result, EU customers perceive a UK brand as a local seller, significantly reducing cart abandonment rates.
Faster and More Predictable Delivery
Poland enables:
- D+1 deliveries to Germany, Czech Republic, Slovakia
- D+1/D+2 to the Netherlands, Belgium, Austria
- D+2/D+3 to France, Italy, Scandinavia
For e-commerce, this means higher conversion rates, better customer satisfaction, improved NPS, and fewer support inquiries.
One EU Inventory Base Instead of Two Warehouses
With fulfillment in Poland, UK companies can keep:
- UK inventory for the UK market, and
- a single EU hub in Poland for all EU customers.
This eliminates:
- duplicated stock,
- duplicated labor costs,
- fragmented operations.
Centralizing EU inventory reduces working capital, improves stock rotation, and simplifies the entire supply chain.
Simplified VAT Management with OSS/IOSS
With an EU warehouse, UK companies can use:
- OSS — a single VAT return for all EU sales,
- IOSS — simplified VAT handling for shipments up to €150.
This removes the need for multiple VAT registrations, reduces administrative errors, lowers accounting costs, and enables clearer reporting.
Cheaper and Faster Returns Within the EU
Returns no longer go back to the UK — they stay within the EU.
This means:
- return shipping costs drop by 30–60%,
- products are recovered up to a week faster,
- processing returns mirrors EU-to-EU operations.
This is particularly important for fashion, beauty, electronics, lifestyle, and subscription-based businesses.
Access to the Largest Parcel Locker Network in Europe
Poland has the most developed PUDO/parcel locker network in the EU, operated by:
- InPost
- Allegro One Box
- DPD Pickup
- DHL POP
This gives UK brands immediate access to:
- a preferred delivery method in CEE markets,
- lower last-mile costs,
- higher delivery success rates.
Better Scalability — Easier Expansion to DACH, CEE, and the Nordics
From a Polish hub, UK companies can naturally scale into:
- Germany – the largest EU market,
- Czech Republic, Slovakia, Romania, Hungary – fast-growing CEE markets,
- Scandinavia – supported by strong transport connections.
In practice, one warehouse unlocks multiple markets, reducing operational complexity and increasing efficiency.
Moving Fulfillment to Poland Is Not an “Alternative Option” – It Is a Competitive Advantage
Lower costs, faster delivery, no Brexit-related friction, and strong scalability make Poland one of the most strategic logistics locations in Europe.
Summary: What’s the Direction for 2025? Poland Becomes the Operational Center of the EU for UK Companies
Brexit forced UK e-commerce companies to rethink logistics entirely. The Netherlands, once the obvious choice, is losing its traditional advantages. Rising costs, tax changes, and reduced flexibility among operators all challenge its viability as an EU hub.
Meanwhile, Poland’s location, rapid logistics growth, and significantly lower operating costs position it as one of Europe’s leading fulfillment centers.
For UK brands, this means real benefits: faster deliveries, predictable operations, no customs delays, lower cost-per-order, and the ability to serve the entire EU from a single, stable warehouse.
At Fulfilio, we see this shift firsthand while working with clients from the UK, Asia, and the U.S. They choose Poland not only for cost savings, but for quality, reliability, and long-term scalability.
In 2025, Poland is no longer an “alternative” to the Netherlands. For many companies, it is the most rational location for running EU fulfillment.
